Article

Ben Hollom
Ben Hollom 24 October 2014
Categories

Offering Disillusioned Customers An Olive Branch

What can brands do when they lose the trust of a large chunk of their customer base?

With access and availability of goods and services increasingly in the consumer´s favour, it´s more important than ever to build trust between them and your brand. If you fail to convince them of your reliability, they´ll simply divert their custom elsewhere. But, what can brands do when they lose the trust of a large chunk of their customer base?

 

Everybody knows it´s harder to place your faith in something or someone once you´ve been let down. Ebay is making attempts to reassure its customers who are said to have been tentative to reengage with the website following a large-scale cyber attack.

 

In an article on the Marketing Week website, eBay´s senior director of operations, Sarah Calcott, told the publication how 2014 has been a “challenging year” as a result of the breach. The American e-commerce firm launched a reassurance campaign following news of the attack, and asked affected customers to change their passwords.

 

Calcott attributes the trust the brand built with its customers prior to the hack as a reason why the company is now back in growth, although it did force its full-year sales forecast to dip by $200m to $18.5bn.

 

“We had frustrated customers but we are the other side of that. We are very lucky in that we have a loyal set of customers and we have seen those come back,” she added. Calcott outlined how the company reached out to those disaffected customers to try to convince them of the “great experience” it offers through a “serious investment” in couponing, seller incentives and increased marketing spend.

 

Have you seen any good examples of brands turning a potential PR nightmare around? What tips would you give for those looking to reassure or reengage with their customer base?

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Are virtual reality and augmented reality the next step for CMS?

Are virtual reality and augmented reality the next step for CMS?

In a fitting conclusion to a year many hailed as the “year of virtual reality” (VR), in December 2016, WordPress made it possible for users to create and publish VR content on any WordPress site. The change meant that users could publish 360-degree photos on their sites, and regular photos and panoramas could be viewed in VR.

Leonie Mercedes
Leonie Mercedes 16 October 2017
Read more
Collection Of The Best Email Testing Tools Online

Collection Of The Best Email Testing Tools Online

Don’t be afraid of email testing. There are many free or freemium tools online that can help you with testing your SPAM score, deliverability and even the rendering of your email. We feature 30 email testing tools in this article. Check out the complete list!

Roland Pokornyik
Roland Pokornyik 31 October 2016
Read more
Smash your customer acquisition targets with these AB tests

Smash your customer acquisition targets with these AB tests

Don't second guess what will work best to drive new customer acquisition via referral. Plan a program of AB tests to maximise results and you could benefit from a 5-7x improvement in results!

Angela Southall
Angela Southall 17 October 2017
Read more